HSBC's Wimbledon Billboards

In celebration of the partnership between HSBC Bank and the Wimbledon tennis tournament, JWT London created this amazing â€œgrass photographsâ€ billboard using an innovative grass-growing process. The choice of grass is a nod to Wimbeldon's grass courts.

The billboard features three Wimbeldon representatives: Eddie Seaward, the head groundsman at Wimbledon for the past 15 years; player Tara Moore; and Lizzie May, a coach for the Wimbledon Junior Tennis Initiative.

The "photographs" were created by British artists Heather Ackroyd and Dan Harvey by projecting black and white negatives onto light-sensitive grass as it grows in a dark room for 12 hours each day for more than a week. The special grass grows at variable rates according to the modified light exposure. The resulting image â€œdevelopsâ€ on a living canvas.

The ad was created by JWT London with creative direction by Russell Ramsey, Axel Chaldecott, Darren Keff, Phillip Meyler, and art direction by Mark Norcutt.